News
August 11, 2026
The Choice Gap: Why Strong Brands Still Lose at the Final Hurdle
Being considered doesn’t mean being chosen. Discover what creates brand advantage when competitors are closely matched, and why traditional measures of brand health may not tell the whole story.
Resources
July 28, 2026
The Research Effectiveness Review 2026: The Digest
The Digest brings together the ten findings that matter most from our study of more than 1,000 client-side professionals across the UK and US. Download the concise executive summary and discover the evidence shaping the future of research.
News
June 22, 2026
Building a Customer Segmentation Strategy That Is Built to Stick
Most segmentation frameworks fail not because the research is wrong, but because they were never built to last. Here is how to design a customer segmentation strategy that embeds, scales, and keeps working.
